Text | Zheng Cancheng
Edit | Elegance
36氪 was informed that the cross-border smart home brand “Nuo Chu Mei Chuang” has recently completed an angel round of financing of tens of millions of yuan. This round of financing was jointly invested by Times Bole and Rice Ventures. The raised funds will be mainly used for new product research and development.
“Nuochu Meichuang” was established in August 2021. It targets household consumers aged 25-45, focusing on product innovation and brand operation in household consumption scenarios. It has two major products: smart consumer lighting for household scenarios and smart home appliances. Different from the main lighting used in China, overseas lighting is mainly based on scene lighting. Different home environments require different scene lights (cabinet, stairwell, children’s room, etc.), which also determines the large demand and variety of overseas lighting. many. Therefore, the product definition link requires a deep understanding of the scene.
(“Nuochumeichuang” projection lamp (left), night light (right), source Amazon)
(“Nuochumeichuang” smart night light, source Amazon)
“Nuo Chu Mei Chuang” has made localized transformation of products according to the big data analysis of the local country. The markets it faces are mainly in developed countries such as Japan, Germany, Canada, the United States and the United Kingdom. Fan Yihu, founder of “Nuochumei Chuang”, said to 36氪, “Different markets have different characteristics, based on overseas consumption scenarios and user needs. In-depth understanding, the localization of products can better form product premiums.” For example, for a two-hole plug-in night light, the shape of the light needs to be adjusted according to the socket design of different countries to avoid blocking other holes.
(“Nuochumeichuang” product, source Amazon)
Smart home appliances are the second growth curve of “Nuochumei Chuang”. Based on the high overlap of consumer groups, “Nuo Chu Mei Chuang” hopes to reuse these user groups, develop home energy storage and home smart cleaning products, and also make localized innovations for the regional market, which will be launched in the second half of this year.
In the era of information explosion, the confidentiality, cost control, quality assurance and sustainability of supply chain links are the core competitiveness of startups . Based on this, “Nuo Chu Mei Chuang” has constructed a route of supply chain differentiation: all products are self-developed and trial-produced, and will be handed over to ODM companies for OEM until the products can be mass-produced.
Fan Yihu told 36氪 that this has two advantages: on the one hand, the technology developed will not be leaked prematurely; on the other hand, the R&D and production links can be highly integrated, avoiding the problem of slow response times for outsourced processing. More importantly, this model can ensure high-quality products . The full-link management and control from design to mass production can quickly find the problem node and improve it when quality problems occur, ensuring product consistency. With the increase of production scale, high-cost links can be found and improved faster to reduce costs and increase efficiency.
In addition, “Nuo Chu Mei Chuang” has built an innovative research and development platform with mechanical mechanism, embedded software and hardware, APP, and intelligent sensing as the technical base. In the future, it will continue to focus on household consumers to provide these groups with a more convenient, comfortable and reliable life experience.
In terms of team, founder Fan Yihu used to be the product director of Anker Innovation Appliances division; the co-founders in charge of supply chain, product branding and R&D are from Zebao Group, TP-LINK and Anker Innovation.
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